Master of Permanent Training in Communication and Advertising Management

This program is aimed at any professional who wants to grow in their career. Our Master in Advertising and Communication Management is designed to adapt to different profiles and professional experiences.

It doesn't matter if you are a recent graduate with little professional experience and you hold positions as a planner or project manager, or a senior professional with more than 5 years of experience and you are already a director or person in charge of communication, marketing, advertising or digital marketing areas. . We also don't care if you come from different sectors such as public relations, event organization, audiovisual communication or communication with employees. During your training you will share a classroom with professionals like you.

The academic program is made up of four learning modules and a final group project. Within each block you will study different subjects that may be complemented with workshops, or meetings with executives from companies, agencies or consulting firms (Business Realities).

The programmatic content of the MPC and the subjects are organized according to a logical and structured academic path that allows you to learn about the different topics addressed according to a “student journey” that follows the following modules:

Communication, Marketing and Business Strategy

In this module you will learn about communication: its role in marketing activities and as part of business strategy. You will also know the main business topics that all communication and advertising professionals must take into consideration to add value to the organization.

• Business strategy
• Strategic marketing
• Business ethics and sustainability
• Digital transformation

Communication and Advertising Management

This block is dedicated to the tasks and skills you need as a modern manager of a Communication and/or Advertising department, all within the framework of brand and reputation management. This block is based on the day-to-day life of the manager as a leader of people and projects and the skills he needs to do so.

• Critical thinking
• Brand and reputation management
• Leadership and communication
• Integrated communication planning
• Finance for marketing management
• Project management

Corporate communication

This module focuses on the different disciplines of the company's communication with its different interest groups, but with a focus on the connection with non-commercial interest groups such as employees, investors or the press. Emphasis is also placed on disciplines that involve this activity, such as crisis management.

• Media Relations in the Digital Age
• Financial communication and relationship with Investors
• Internal communication and employee branding
• Public affairs and lobbying
• Crisis and issues management
• Storytelling and content management/branded content

Advertising, digital communication and demand generation

This module is dedicated exclusively to one interest group: the consumer. You will learn how creative and effective advertising, in its different aspects and with different tools, especially digital, can generate demand and reinforce the brand to generate tangible business results.

• Advertising planning
• Advertising creativity: new languages and technologies
• Advertising strategy: paid, owned & earned media
• Social networks and influencers
• Digital advertising
• Web & Social Analytics

• #1 Spain - Leaders in Masters in Advertising and Communication based on Demand, Resources and Master's Curriculum
• #1 Spain - Leaders in Marketing Masters according to the world
• #3 Spain - Esic on the Podium of the Best Business Schools, for Recent Graduates and Young Professionals
• #3.4 Europe - Esic among the European Top-to-Take Marketing Programs

1. You will manage the different disciplines of corporate communication and marketing communication and their impact on the engagement strategies of an organization with different internal and external stakeholders, according to its business needs.
2. You will create and implement comprehensive, high-impact communication plans prepared according to methodologies updated to changing and digital environments and aimed at obtaining observable and measurable results.
3. You will understand how communication and advertising enhance the brand and reputation as assets and resources that a company must create, explore and defend
4. You will implement new advertising communication strategies in a highly digitalized omnichannel world in its owned, earned and paid media aspects.
5. You will lead teams with the knowledge about how a company works and the skills necessary to interact with managers from other areas, teams and external suppliers, and thus contribute the value of corporate communication for the growth of the organization.

When you complete this master's degree, you will be able to develop your career in a wide variety of companies and sectors, since you will have generalist training, that is, it is not focused on a specific industry. You will have flexibility and will be able to adapt your knowledge to different branches of communication and economic sectors, as well as organizations or consultancies and marketing, advertising, strategic communication, public relations, events, etc. agencies.

• Communications/Advertising/Marketing/Digital Director
• External or Internal Communication Consultant
• Communication/Marketing Manager
• Director/Supervisor/Account Executive
• Project manager

At ESIC we know that the best way to learn is practically. Therefore, our program is designed based on tools, workshops, real cases and use of licenses so that you access the labor market with the greatest possible preparation. Our MPC stands out for:

• 360º vision of communication and advertising, with a strong digital component: designed to integrate the communication and advertising strategy and plan within the company's general strategy and, thus, respond to its challenges in a global and digital environment .
• High employability: very complete, flexible and updated exit profile with new market trends, which is exactly what agencies, consultancies, media and clients are looking for.
• Practical experience and academic solidity: practical methodology taught by professionals in a managerial position and with long experience in their field, and solid experience and teaching vocation.
• Proven quality: it is a master's degree that has been on the market for more than 20 years, created by ESIC to meet the needs of the market, and that is perfected every year, being relevant and useful for its students.
• A Master with prestige and reputation in the market: it is number 1 in the El Mundo ranking in 2023, and in 14 years it has reached number one in its category 12 times.